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10th May 2017

e-Shopper Barometer

DPD Study of Young European Online

Shoppers

E-shopper barometer – Ireland report November 2016

Welcome

Maeve DwyerHead of Customer Services, Quality & Marketing

DPD Irelanddpd.ie

T: +353-9064-20524

E: [email protected]

mailto:[email protected]


The online evolution…………

• Amazon sold their first book in 1995

• B2C eCommerce revenue in Europe this year estimated

€250.7 billion

• Irish people are expected to spend €14.1bn online by 2020

• => Double what we’re spending today!

• 59% of shopping is done on sites outside Ireland


Annual Retail eCommerce Sales Growth 2014 - 2020

Source: eMarketer; Various sources (powerretail.com.au);


The DPDGroup eShopper Barometer

• First report published last year – 5

countries - UK, France, Germany, Poland,

Spain

• This year’s report covers 21 countries

• 23,450 “blind” interviews

• Conducted September 19th – October 7th

2016

• Austria: 1,002

• Belgium: 1,000

• Croatia: 805

• Czech Republic: 1,002

• Estonia: 805

• France: 1,530

• Germany: 1,582

• Hungary: 1,027

• Ireland: 1,002• Latvia: 829

• Italy: 1,553

• Lithuania: 802

• Netherlands: 1,007

• Portugal: 999

• Romania: 1,017

• Slovakia: 1,001

• Slovenia: 809

• Spain: 1,519

• Switzerland: 1,007

• UK: 1,652


What type of information does it provide?

• Looks at the customer journey

from pre-purchase to post-

delivery

• Aims is to understand the wants

and needs of the online shopper

now and into the future

• Provides insights into specifics

not just of our own market, but of

other European markets

• Help us to engage more closely

with the consumer

• Improve our offering to the

consumer

• Supports consistency across the

buying journey


Our focus for today


Opportunity

Market trends to exploit

Ireland


Average share of online shopping

among total shopping (online + offline)

% - Based on physical goods only

A5 – What share does online shopping approximately represent on your total shopping for each of the following types of goods?Base: All (23450)

10 to 12%

8 to 10%

6 to 8%

< 6%N.A.

At 8.1%, Ireland's declared share of online shopping among total shopping is below the

European average (9.6%)

8.1%

Significant difference between the countries from 0,3 point

European average

9,6%


58

66 6772 72 74

76 7780 81 81 82 83

86 87 88 88 8991 93 94

39

52

45

36

56

40

32

42 43

51 4954

35

46 44

53

31

46

29

63

44

Internet penetration and frequency of e-shopping

%

Internet penetration (source: Internet Live Stats July 2016 Estimate)

E-shoppers buying online at least once a month

A1 – How often do you order this type of goods online?Base: All (23450)

LithuaniaLatvia EstoniaRomania HungarySlovenia Czech republicSlovakiaCroatia NetherlandsSwitzerlandPolandPortugalItaly Spain BelgiumAustria FranceIreland Germany UK

The level of connectivity to Internet does not necessarily reflect the level of regular online

shopping: Ireland has a medium level of Internet penetration (81%) vs. the other Western countries, but nearly

2/3 of us regularly buy online (51% overall, 63% of Irish Internet users)

Internet penetration in Europe : 81,5%


The Irish are amongst the most avid online fashion shoppers in EuropeWe are generally relatively frequent buyers ('at least once a month') - particularly for groceries

('dry goods') and fashion, books and beauty/healthcare

Types of goods purchased online…

% - TOP 10 types of goods

21

16

9

12

6

8

6

7

5

12

54

45

39

33

28

26

22

21

18

17

Fashion

Books

Shoes

Beauty/ Health Care

High-tech/ Electronics

DVD/ CD/ Video Games

Toys

Sport

Leisure

Groceries (‘dry goods’)




Europeanmean

48

43

40

35

35

28

23

18

25

16

European mean

19,5

18,4

14,1

12,3

14,1

12,2

8,4

6,4

8,3

5,9

A5 – What share does online shopping approximately representon your total shopping for each of the following types of goods?Base: All (1002)

SC2 – Since January, what types of goods have you ordered online? A1 – How often do you order this type of goods online?Base: All (1002) Rq: Several answers allowed

…at least once a month

…since January

20,1

18,8

12,4

10,7

11,2

10,6

7,3

7,4

5,5

5,9

Millennials

Rural

Urban Heavy buyers

Small buyers

Displayed when at least +5 pts vs total

63

53

54

48 38

38

38

35

31

29

35


Intention to buy online in the future


SC2 – Since January, what types of goods have you ordered online? A3 – What types of goods would you be willing to continue/ to start purchasing online?Base: All (1002) Rq: Several answers allowed

European mean(Intention)

56

59

49

46

52

46

37

43

41

32

Purchased online since January

Intention to continue/start purchasing online

Fashion

Books

Shoes

Beauty/ Health Care



Toys

Small home furniture/

Decoration

Leisure

Sport

54

45

39

33

28

26

22

17

18

21

59

54

43

40

38

36

28

27

26

26

Millennials

Rural

Urban Heavy buyers

Small buyers


Irish e-shoppers' intentions to buy online in the future do not change

much –the ranking of top 10 types of goods remains pretty much the same

65

52

48

43

42

35

37

31 32

33


45

21

21

20

14

14

13

9

7

2

1

1

1

3

Need to save money

Complicated/ Painful return process

Too many wrong purchases received

Too long delivery time

Payment-related issues

Broken items received

Too complicated to receive specific purchases

I only use online shopping sporadically for specific items/occasions

Too many parcels lost

I prefer to buy in local shops (advice, stock, experience)

I would like to try / see it before I buy it

I dislike/ distrust online shopping experience

Delivery/ shipping cost is too high/ not free

None of the above/others

Reasons to stop purchasing online

%

A4 – Why will you stop purchasing the following types of goods online ?Base: Already ordered the types of goods online and plan not to continue purchasing them online (393)Rq: Several answers allowed

Millennials

Rural

Urban Heavy buyers

Small buyers


Some Irish e-shoppers declared that they might stop purchasing

certain items online (39%)Primarily related to concerns about spending beyond their means. This is followed by other concerns around product and delivery &

returns.

49

27

29 26

27 24

22

22

12


24

17

10

9

8

8

5

C6 – Have you ever bought online from foreign websites? Base: All (1002) D6 – According to you, where was this website based? Base: All, for last purchaseRq: We define a foreign website as a website having a different domain name than your local one and/or a website being in a foreign language.

…and for their last online purchase, it concerns 54% of e-shoppers

75% of e-shoppers have already bought online from foreign websites…

Most common foreign countries for buying online

of which, 69% in neighbouring countries

83% in Europe

75% in other part of the world

Types of goods bought from foreign websites on

last online purchase

Fashion

Books



Beauty/ Health Care

Shoes

Sport

Europeanmean

19

10

14

8

8

9

5

TOP3 countries:

69% in the UK

53% in the USA

43% in China

Millennials

Rural

Urban Heavy buyers

Small buyers


A large percentage (75%) of Irish e-shoppers has already bought

at least once from a foreign website, ………………….. 69% from UK-based websites

33

C7 – From which countries?Base: People that have already bought online from foreign websites (752)

Neighbouring countries: The UK


C12 – What are the reasons for you to start purchasing from foreign websites?Base: People that have never bought online from foreign websites but might start in the future (60)

Rq: Several answers allowed

C8 – What were the reasons for you to make purchases from foreign websites? Base: People that have already bought online from foreign websites (752)Rq: Several answers allowed

69

55

21

2

Easier and more transparent delivery/ return options

Offer products/ brands not available locally

Offer better deals

Reasons to start purchasing from foreign websites

%

66

52

12

11

2


Products/ brands/ website not available locally

Find better deals

Speak the foreign language of the website

Reasons to make purchases from foreign websites

%

Millennials

Rural

Urban Heavy buyers

Small buyers


Better deals and the availability of specific products are by far the main drivers of purchases abroad for e-shoppers who have already or not yet

bought from abroad (intention)

58

87

60

31

Other

Other


Reasons to stop buying from foreign websites are delivery and return

concerns, particularly among e-shoppers from urban areas and Small buyers. Security concerns are the main

reason not to start, particularly among e-shoppers from rural areas and Heavy buyers.

Reasons to stop purchasing on foreign websites %

C13 – What are the reasons for you not to start purchasing from foreign websites?Base: People that have never bought online from foreign websites

and might not start in the future (190)Rq: Several answers allowed

C10 – What are the reasons for you to stop purchasing from foreign websites? Base: People that have already bought online from foreign websites but would not continue in the future (60)Rq: Several answers allowed

Millennials

Rural

Urban Heavy buyers

Small buyers



Online shopping habits regarding websites

%

C2 – Thinking of how you usually select a website, which of the following would best describe your online shopping habit? Base: All (1002)

65%Loyal to certain websites but like to

change sometimes(European average : 67%)

18%Always go on different websites

to shop(European average : 14%)

18%Always shop on the same websites(European average : 19%)

Millennials

Rural

Urban Heavy buyers

Small buyers


Ireland is in line with the European average of online shopping habits regarding websites, with 83% always or regularly buying on the same websites. Heavy buyers and Millennials are more into shopping on the same

websites than the others.

25 24


Devices used to shop online

%

Average numberof devices

used to order

Europeanmean

63%

53%

35%

24%

1.71.8

70

43

38

31

45

38

17

Use an

App

Use

both

Use an

Internet browser

Millennials

Rural

Urban Heavy buyers

Small buyers


Ireland has a high rate of e-shoppers that use tablets compared

to other countries, but a laptop is still the favourite device to shop online, especially for Millennials. When e-shoppers

order via tablet and/or smartphone, they prefer to use an Internet browser than an app.

C3 – What devices do you use to order? Base: All (1002)C4 – And how do you usually order on the following device(s)? Base: People using smartphones and/or tablets to shop online (686)Rq: Several answers allowed

75

50 46

Laptop

Desktop

Smartphone

Tablet


Irish e-shoppers' latest online purchases were mostly fashion and booksThe types of goods that they spent the largest average amounts on were high-tech/ electronics and

leisure.


% - TOP 10 types of goods of latest purchase online

23

15

9

9

9

7

5

5

4

3

Fashion

Books


Beauty/ Health Care

Shoes


Toys

Sport

Leisure

Grocery

D1 – What types of goods did you purchase last time your ordered something online?Base: All (1002)

62 €

54 €

161 €

44 €

59 €

59 €

69 €

78 €

114 €

80 €

Average amount spent per type of goods


D8 – Approximately, what was the overall price you paid ?Base: All (1002)

Europeanmean

15

13

8

11

9

7

4

5

4

4

Millennials

Rural

Urban Heavy buyers

Small buyers



The prevalent tendency among Irish e-shoppers was to make

functional purchases.(in line with European e-shoppers' habits) Millennials are the e-shoppers that made the most 'sudden impulse' and 'guilty pleasure'

purchases.

D2 – What kind of purchase was it? D3 – To prepare this purchase, would you say that…Base: All (1002)

Most common type of purchase

% - Based on latest e-shopping experience

Impulse purchase


23

23

48

Exceptionalpurchase

“Guilty pleasure”purchase

Functional/ routinepurchase

37

63

“Sudden impulse” purchase

Prepared purchase

Millennials

Rural

Urban Heavy buyers

Small buyers


28 28 29

43


D5 – Had you already bought something on this website before that order?Base: All (1002)

AmazoneBay Littlewoods

Familiarity with the website visited on latest purchase

%

6

13

81 Already bought something on the website before last order

Never bought something on the website before last order but already knew it

Never heard about the website before last order

D4 – On which website did you purchase it?Base: All (1002)

Millennials

Rural

Urban Heavy buyers

Small buyers


A very high share (81%) of latest purchases were made on websites already usedAmong the websites last purchased on, Amazon was ahead of other retailers, with twice more visits

than eBay.

22%

11% 4%

18

TOP 3 most popular websites used for e-shoppers’ latest online purchases


60

20

7

5

Searching method used for latest order

%

D7 – How did you find the item you purchased?Base: All (1002)

initial search on a search engine

directly on the website

Through social media

Through a comparison portal

Millennials

Rural

Urban Heavy buyers

Small buyers


The majority of e-shoppers bought their latest purchases directly on the website, without

going through a search engine (60%)


Home was by far the favoured place of delivery, and even more so for e-shoppers from rural areas and Small buyers - work was the 2nd preferred option and was more popular with

Millennials. Delivery to a post office was not amongst Irish e-shoppers' top 5, although it was for most European e-shoppers. 55% free

delivery is a fairly low percentage compared to other European countries.

For 55% of e-shoppers, the delivery was free...

Type of goods at latest delivery


27

12

11

9

8

6

5

4

4

3

Fashion

Books


Shoes

Beauty/ Health Care


Toys

Sport

Leisure

Fresh Food/ Beverage

Delivery places

% - TOP 5

35% received an email or SMS

notification indicating the approximate

arrival time of the parcel

75

10

3

3

2

To the retailer store

To an alternative address (different from home or work)

To a parcel locker station

At work

At home

D9 – Was the delivery free?Base: Had free delivery last time they order online (553)

D10 –On the day of delivery, did you receive an email or SMS notification to indicate you the approximate time your parcel will arrive?

D11 - Where did you have your parcel delivered to? - Base: All (1002)

Millennials

Rural

Urban Heavy buyers

Small buyers


81 79

15


6% of e-shoppers returned their items last purchased online, of which fashion was the type of goods that was returned the most. Heavy buyers are overrepresented on DVD/ CD/ video games and

groceries ('dry goods').

Type of goods at last return


32

13

11

9

7

7

6

4

3

2

Fashion

Shoes


Books


Grocery


Decoration

Beauty/ Health Care

Fresh Food/ Beverage

Heavy home furniture

D12 – Did you return the item you bought?Base: Returned their last order (56)

6% of e-shoppers returned the latest item they bought online

Millennials

Rural

Urban Heavy buyers

Small buyers


51

17

25

13 12

13

13


45 38 13 21

32 33 23 7 4

62% of e-shoppers

consider that making their


was easyAnd 42%, extremely easy

Rating of latest online purchase experience

%

Excellent Very good Good Fair Poor

consider that their last online

purchase experience

was good

96%

Keep shopping online vs physical store

%

Extremely strongly Very strongly Strongly Only slightly No preference

88% STRONGLY

62% of e-shoppers considered that their latest online purchase was easy and 96% were satisfied with the experience, leading 88% of them to say that they would continue purchasing that item online

50 52

30 1239 40

PERF3. All things considered, how do you rate your last online purchase experience?

PREF3. Based on your last online purchase experience, for this type of item/purchase how

strongly would you keep shopping online rather than in a physical store?

Base: All (1002)

Millennials

Rural

Urban Heavy buyers

Small buyers


D13 – How much effort did you have to put into making your last online purchase?

Base: All (1002)


Importance of criteria when buying online

% - TOP 12 of criteria mentioned as a driver when

buying online

B1 – You will now see a list of criteria which might be or not important for you when buying online. Which criteria are important for you? Base: All (1002)Rq: Several answers allowed

No adverts slowing down browsing

No hidden fees adding up to the

final product price

Transparent and complete delivery

costs

Clear return policy

Free delivery

Detailed description of the product (fabric,

functionalities...)

Free returnTransparent and

complete return costs

Efficient search engine and filters

Possibility to make changes at any time of the purchase

process

Ability to pay with credit card

Choice in the speed of delivery (same day, next day, weekend...)

Millennials

Rural

Urban Heavy buyers

Small buyers


Important drivers when buying online revolve around transparency regarding product prices and delivery

costs, as well as clear return policies

72 94

91

90

89

89

8989

82

82

78

73


On the contrary, websites facing technical problems, complicated return processes and a lack of stock prevent most from buying online, with an even stronger impact on the Small buyers

population for the latter criterion

Features that prevent from buying online

% - TOP 12 of features mentioned as a barrier when

buying online

B2 – On the contrary, do the following features prevent you from buying online?Base: All (1002)Rq: Several answers allowed

Millennials

Rural

Urban Heavy buyers

Small buyers


One payment method only

Technical bugs on the website

Complicated return process

Proposed item no longer in stock

Not knowing return policy from

the start

Having to pay in case of return

Complicated navigation on the website

Having to pay delivery fees

Bad opinion of fellow shoppers on social media

Delivery time too long

Not knowing when I will get my

parcel

Not enough security

checks for payment

54 78

78

77

75

74

7267

67

64

62

60

83


46

44

30

16

6

6

4

4

3

1

Preferred payment methods

%

C5 – Several payment methods exist when it’s time to pay online. What is your preferred one?Base: All (1002)Rq: Several answers allowed

Digital wallet (Paypal, Alipay)

Stored value cards/ Virtual cards/ e-money

Domestic bank credit card/ debit card

Direct debit

Other cards (American Express)

Cash-on-Delivery (COD)

Bank transfer

Mobile payment app

Visa/ Mastercard

Millennials

Rural

Urban Heavy buyers

Small buyers


Paying online by digital wallet (Paypal etc) and Visa/ MasterCard

are the preferred payment methods, which is in line with the payment methods most often indicated as preferred across the European countries

Virtual Currencies (Bitcoin)

27

11

9


Most of the proposed delivery/ return options, and particularly

next day delivery, would make e-shoppers more likely to purchase from a website. Heavy buyers are keener than

others on Same day delivery.

Would the following delivery/ return options make you more likely to purchase from a website/ retailer?

%

Next day delivery

Possibility to reschedule delivery

Advanced notifications with a 1-hour time window

Real-time information on delivery process

Saturday/ Sunday delivery

Evening delivery

Several delivery options

2-hour window delivery in the evening

Same day delivery

2-hour window delivery in the afternoon

Delivery based on geolocalisation

88

84

83

83

83

83

82

81

81

78

75

YES NO

C16 – Would the following delivery/return options make you more likely to purchase from a website/retailer?Base: All (1002)

Millennials

Rural

Urban Heavy buyers

Small buyers


86


C17 – Would knowing the exact 1-hour window/timeslot of your delivery make you more likely to purchase from a website/retailer? Base: All (1002)

Would knowing the exact 1-hour window/timeslot of your delivery make you more likely to purchase from a website/retailer?

%

33 41 20 2 4

Yes, definitely Yes, probably No, probably not No, definitely not I don’t know

YES74% NO26%

Millennials

Rural

Urban Heavy buyers

Small buyers


The majority of e-shoppers (74%), and even more so Heavy buyers, would be more inclined to purchase from a website/retailer that offers a 1-hour delivery window/timeslot

43 25

YES77% NO23%European average :

Market Trends to Exploit





A5 – What share does online shopping approximately represent on your total shopping for each of the following types of goods?Base: All (23450)

10 to 12%

8 to 10%

6 to 8%

< 6%N.A.

The UK has the second highest declared share of online shopping among total shopping in

Europe, behind Germany. The European average is 9.6%.

11.0%

Significant difference between the countries from 0,3 point

European average

9,6%


58

66 6772 72 74

76 7780 81 81 82 83

86 87 88 88 8991 93 94

39

52

45

36

56

40

32

42 43

51 4954

35

46 44

53

31

46

29

63

44

Internet penetration and frequency of e-shopping

%

Internet penetration (source: Internet Live Stats July 2016 Estimate)

E-shoppers buying online at least once a month

A1 – How often do you order this type of goods online?Base: All (23450)

LithuaniaLatvia EstoniaRomania HungarySlovenia Czech republicSlovakiaCroatia NetherlandsSwitzerlandPolandPortugalItaly Spain BelgiumAustria FranceIreland Germany UK

The level of connectivity to Internet does not necessarily reflect the level of regular online shoppingThe UK has one of the strongest Internet penetrations (93%), but a share of Internet users regularly buying online that is largely below

(63% overall, 67% of British Internet users).

Internet penetration in Europe : 81,5%


British e-shoppers' top 3 types of goods purchased online - fashion,

books and DVD/CD/ video games –are above the average European mean. The UK is the European country where online purchases

of groceries (fresh and 'dry') are the highest and the most frequent.



20

19

15

9

16

26

6

21

8

5

48

45

40

40

33

33

29

27

24

24

Fashion

Books


Shoes

Beauty/ Health Care



Fresh Food/ Beverages

Toys


Decoration




Europeanmean

48

43

28

40

35

16

35

14

23

23

European mean

19,5

18,4

12,2

14,1

12,3

5,9

14,1

5,4

8,4

6,9

A5 – What share does online shopping approximately representon your total shopping for each of the following types of goods?Base: All (1652)

SC2 – Since January, what types of goods have you ordered online? A1 – How often do you order this type of goods online?Base: All (1652) Rq: Several answers allowed

…at least once a month

…since January

20,4

20,5

18,8

14,7

11,9

14,2

12,6

12,1

9,5

7,9

Millennials

Rural

Urban Heavy buyers

Small buyers


62 57

56

50

53 47

48 43

63 40

40

52

38 32

40 29


Intention to buy online in the future


SC2 – Since January, what types of goods have you ordered online? A3 – What types of goods would you be willing to continue/ to start purchasing online?Base: All (1652) Rq: Several answers allowed

European mean(Intention)

59

46

56

49

52

43

46

40

41

37

Purchased online since January

Intention to continue/start purchasing online

Books


Fashion

Shoes



Decoration

Beauty/ Health Care

White goods/ Home

appliances

Leisure

Toys

45

40

48

40

29

24

33

20

23

24

66

64

63

58

53

53

50

50

49

44

Millennials

Rural

Urban Heavy buyers

Small buyers


According to British e-shoppers' intentions regarding future purchases, fashion - except among

Heavy buyers –would drop to the 3rd most purchased type of goods, with books taking the lead

71

66

58

58

61 58

55

53


48

29

24

23

20

18

14

13

10

2

2

1

0

3

Need to save money

Too long delivery time

Complicated/ Painful return process

Broken items received

Too many wrong purchases received

Too complicated to receive specific purchases

Payment-related issues

Too many parcels lost

I only use online shopping sporadically for specific items/occasions

I prefer to buy in local shops (advice, stock, experience)

I would like to try / see it before I buy it

Delivery/ shipping cost is too high/ not free

I dislike/ distrust online shopping experience

None of the above/others

Reasons to stop purchasing online

%

A4 – Why will you stop purchasing the following types of goods online ?Base: Already ordered the types of goods online and plan not to continue purchasing them online (501)Rq: Several answers allowed

Millennials

Rural

Urban Heavy buyers

Small buyers


Some British e-shoppers declared that they might stop purchasing certain items online (30%)Reasons for this are primarily related to concerns about spending beyond their means (for 48% of

British e-shoppers, the third highest share among Europeans - and 53% of Heavy buyers and 54%

of Millennials). In 2nd position, but far behind, comes delusion about delivery lead times and return processes, and in third position

disappointment about the product received.

53 54

44 36

31 29

37 30

30 24

27 24

25 21

21


24

17

8

6

6

5

5

C6 – Have you ever bought online from foreign websites? Base: All (1652) D6 – According to you, where was this website based? Base: All, for last purchaseRq: We define a foreign website as a website having a different domain name than your local one and/or a website being in a foreign language.

…and for their last online purchase, it concerns 6% of e-shoppers

42% of e-shoppers have already bought online from foreign websites…

Most common foreign countries for buying online

of which, 18% in neighbouring countries

50% in Europe

73% in other part of the world

Types of goods bought from foreign websites on



Fashion


Books

Beauty/ Health Care

Sport


Decoration

Europeanmean

8

19

14

10

8

5

4

TOP3 countries:

49% in the USA

36% in China

22% in Germany

Millennials

Rural

Urban Heavy buyers

Small buyers


42% of e-shoppers have already bought at least once from a foreign

website and most of them did so from US websites As a country with a mature domestic e-commerce offer, British e-shoppers have less the need to shop abroad than those from

countries with emerging domestic markets (e.g. LT, PT and HR whose shares range around ~75%-80%).

C7 – From which countries?Base: People that have already bought online from foreign websites (689)

Neighbouring countries: Ireland and France


C12 – What are the reasons for you to start purchasing from foreign websites?Base: People that have never bought online from foreign websites but might start in the future (172)

Rq: Several answers allowed

C8 – What were the reasons for you to make purchases from foreign websites? Base: People that have already bought online from foreign websites (689)Rq: Several answers allowed

58

55

23

1


Offer better deals

Offer products/ brands not available locally

Reasons to start purchasing from foreign websites

%

53

44

11

11

4

Speak the foreign language of the website

Products/ brands/ website not available locally

Find better deals


Reasons to make purchases from foreign websites

%

Millennials

Rural

Urban Heavy buyers

Small buyers


Better deals and the availability of specific products are by far the main drivers of purchases

abroad for e-shoppers who have already or not yet bought from abroad (intention)

51

16

19

70

65 60

30

Other

Other


35

27

27

26

24

16

7

5

50

49

48

43

43

35

26

2

A bad delivery process is the most likely to stop e-shoppers, and

particularly Small buyers, from buying abroadFor Heavy buyers, bad return options are almost as strong a barrier. The main reason not to start

is extra fees and security concerns.

Reasons to stop purchasing on foreign websites

%

Security doubts

Disappointment with products

Difficult / Impossible return

No more need

Extra costs after check-out

Too long/ too difficult delivery process

Uneasy customer service

C13 – What are the reasons for you not to start purchasing from foreign websites?Base: People that have never bought online from foreign websites

and might not start in the future (791)Rq: Several answers allowed

C10 – What are the reasons for you to stop purchasing from foreign websites? Base: People that have already bought online from foreign websites but would not continue in the future (132)Rq: Several answers allowed

Reasons not to start purchasing on foreign websites

%

Extra fees

Too complicated return

Too long/complicated delivery

Security of banking/personal data

Find all I need locally

Quality of foreign/unknown brand products

Having to use customer service

Millennials

Rural

Urban Heavy buyers

Small buyers


47

41

32

35

23

Other Other


Online shopping habits regarding websites

%

C2 – Thinking of how you usually select a website, which of the following would best describe your online shopping habit? Base: All (1652)

65%Loyal to certain websites but like to

change sometimes(European average : 67%)

13%Always go on different websites

to shop(European average : 14%)

23%Always shop on the same websites(European average : 19%)

Millennials

Rural

Urban Heavy buyers

Small buyers


In the UK, a high proportion of the e-shoppers, and particularly Heavy buyers, are loyal to their e-

shopping websites

29


Devices used to shop online

%

Average numberof devices

used to order

Europeanmean

63%

53%

35%

24%

1.71.8

64

43

37

32

49

33

18Use an

App

Use

both

Use an

Internet browser

Millennials

Rural

Urban Heavy buyers

Small buyers


The UK has the highest rate of e-shoppers using tablets in Europe,

especially among Heavy users, but a laptop is still the favourite device to shop online. When e-shoppers order via tablet and/or

smartphone, they prefer to use an Internet browser than an app.

C3 – What devices do you use to order? Base: All (1652)C4 – And how do you usually order on the following device(s)? Base: People using smartphones and/or tablets to shop online (1133)Rq: Several answers allowed

70

49 56

44

Laptop

Desktop

Smartphone

Tablet


British e-shoppers' latest online purchases were mostly fashion, followed

by books and DVDs/... Heavy buyers and e-shoppers from rural areas were overrepresented on groceries ('dry goods').

The average amounts spent by British e-shoppers on most types of goods were below those of

French and German e-shoppers, with the exception of high-tech/ electronics.


% - TOP 10 types of goods of latest purchase online

17

13

12

8

7

7

7

5

4

4

Fashion

Books


Shoes



Beauty/ Health Care


Leisure

Toys

D1 – What types of goods did you purchase last time your ordered something online?Base: All (1652)

53 £

18 £

50 £

47 £

87 £

205 £

30 £

65 £

42 £

34 £

Average amount spent per type of goods


D8 – Approximately, what was the overall price you paid ?Base: All (1652)

12 13

Europeanmean

15

13

8

11

9

7

4

5

4

4

Millennials

Rural

Urban Heavy buyers

Small buyers



The prevalent tendency among e-shoppers was to make functional and ‘guilty pleasure’ purchasesSmall buyers made a higher percentage of prepared purchases than other e-shoppers. Heavy buyers and Millennials make more

'guilty pleasure' purchases than others.

D2 – What kind of purchase was it? D3 – To prepare this purchase, would you say that…Base: All (1652)

Most common type of purchase


Impulse purchase


18

2154

Exceptionalpurchase

“Guilty pleasure”purchase

Functional/ routinepurchase

40

60

“Sudden impulse” purchase

Prepared purchase

Millennials

Rural

Urban Heavy buyers

Small buyers


29 28

65


D5 – Had you already bought something on this website before that order?Base: All (1652)

AmazoneBay Tesco

Familiarity with the website visited on latest purchase

%

310

87Already bought something on the website before last order

Never bought something on the website before last order but already knew it

Never heard about the website before last order

D4 – On which website did you purchase it?Base: All (1652)

Millennials

Rural

Urban Heavy buyers

Small buyers


A very high share (87%) of latest purchases were made on websites

already usedAmong the websites last purchased on, Amazon was way ahead of other retailers, with over 3 times more visits than eBay (#2). Tesco

was the 3rd most visited website, confirming that online grocery shopping is popular among British e-shoppers.

41%

12% 5%

TOP 3 most popular websites used for e-shoppers’ latest online purchases


66

16

5

4

Searching method used for latest order

%

D7 – How did you find the item you purchased?Base: All (1652)

initial search on a search engine

directly on the website

Through a comparison portal

Through social media

Millennials

Rural

Urban Heavy buyers

Small buyers


Most e-shoppers bought their latest purchases directly on the website, without going through a

search engine (66%)


A high share of British e-shoppers (68%) received free delivery for their

latest purchasesFor the vast majority of them, home was the favoured place of delivery (82%). Although delivery either to a

parcel shop or to a parcel locker is growing in popularity in Europe, neither were in British e-shoppers' top 5.

For 68% of e-shoppers, the delivery was free...

Type of goods at last delivery


16

13

12

8

7

7

6

5

4

4

Fashion

Books



Shoes

Beauty/ Health Care



Leisure

White goods/ Home

appliances

Delivery places

% - TOP 5

38% received an email or SMS

notification indicating the approximate

arrival time of the parcel

82

4

4

2

2

At work

To an alternative address (different from home or work)

At your neighbour's home

To the retailer store

At home

D9 – Was the delivery free?Base: Had free delivery last time they order online (1119)

D10 –On the day of delivery, did you receive an email or SMS notification to indicate you the approximate time your parcel will arrive?

D11 - Where did you have your parcel delivered to? - Base: All (1652)

Millennials

Rural

Urban Heavy buyers

Small buyers



6% of e-shoppers returned their items last purchased online, of which fashion was the type of goods that was returned the most - with up to 48% of latest fashion

purchases returned by Small buyers and 39% by Millennials. E-shoppers from rural areas are

overrepresented on groceries and Heavy buyers on white goods/ home appliances.

Type of goods at latest return


35

10

9

6

6

5

5

4

4

4

Fashion


Shoes

Beauty/ Health Care

White goods/ Home

appliances


Leisure

Books

Car equipment

Toys

D12 – Did you return the item you bought?Base: Returned their last order (101)

6% of e-shoppers returned the latest item they bought online

Millennials

Rural

Urban Heavy buyers

Small buyers


48 39

17

11

13


45 41 12 11

35 33 22 4 6

64% of e-shoppers

consider that making their


was easyAnd 39%, extremely easy

Rating of latest online purchase experience

%

Excellent Very good Good Fair Poor

consider that their last online

purchase experience

was good

97%

Keep shopping online vs physical store

%

Extremely strongly Very strongly Strongly Only slightly No preference

90% STRONGLY

64% of e-shoppers considered that their latest online purchase was easy and 97% were satisfied with the experience, leading 90% of them to say that they would continue purchasing that item online

70

49

40 43 26

PERF3. All things considered, how do you rate your last online purchase experience?

PREF3. Based on your last online purchase experience, for this type of item/purchase how

strongly would you keep shopping online rather than in a physical store?

Base: All (1652)

Millennials

Rural

Urban Heavy buyers

Small buyers


D13 – How much effort did you have to put into making your last online purchase?

Base: All (1652)


Importance of criteria when buying online

% - TOP 12 of criteria mentioned as a driver when

buying online

B1 – You will now see a list of criteria which might be or not important for you when buying online. Which criteria are important for you? Base: All (1652)Rq: Several answers allowed

Ability to pay with credit card

No hidden fees adding up to the

final product price

Transparent and complete delivery

costs

Free delivery

Clear return policy

Detailed description of the product (fabric, functionalities...)

Free returnTransparent and

complete return costs

Efficient search engine and filters

Choice in the speed of delivery (same day, next

day, weekend...)

No adverts slowing down

browsing

Possibility to make

changes at any time of

the purchase process

Millennials

Rural

Urban Heavy buyers

Small buyers


Important drivers when buying online revolve around transparency regarding product prices and delivery costs, as well as clear return policies and detailed product descriptions

69 90

89

87

87

87

8685

78

73

72

70

79


On the contrary, items not in stock, websites facing technical problems and complicated return

processes prevent most from buying online

Features that prevent from buying online

% - TOP 12 of features mentioned as a barrier when

buying online

B2 – On the contrary, do the following features prevent you from buying online?Base: All (1652)Rq: Several answers allowed

Millennials

Rural

Urban Heavy buyers

Small buyers


One payment method only

Proposed item no longer in stock

Technical bugs on the website

Complicated return process

Having to pay in case of return

Having to pay delivery fees

Complicated navigation on the website

Delivery time too long

Not knowing return policy from

the start

Not knowing when I will get

my parcel

Bad opinion of fellow shoppers on social media

Not enough security

checks for payment

42 71

70

67

64

62

6160

60

53

52

48

59

47


46

46

29

18

7

5

5

5

2

0

Preferred payment methods

%

C5 – Several payment methods exist when it’s time to pay online. What is your preferred one?Base: All (1652)Rq: Several answers allowed

Digital wallet (Paypal, Alipay)

Virtual Currencies (Bitcoin)

Domestic bank credit card/ debit card

Direct debit

Mobile payment app

Stored value cards/ Virtual cards/ e-money

Bank transfer

Other cards (American Express)

Visa/ Mastercard

Millennials

Rural

Urban Heavy buyers

Small buyers


Paying online with digital wallets (Paypal etc) and Visa/ MasterCard

are the preferred payment methods, which is in line with the payment methods most often indicated as preferred across the European countries

24

13

10


Most of the proposed delivery/ return options, and particularly next day delivery, would make e-shoppers more likely to purchase from a website. Heavy buyers are keener than others on having the possibility to

reschedule the time of receipt and on having a 1-hour time slot with advanced notifications.

Would the following delivery/ return options make you more likely to purchase from a website/ retailer?

%

Next day delivery

Possibility to reschedule delivery

Real-time information on delivery process

Saturday/ Sunday delivery

Advanced notifications with a 1-hour time window

Several delivery options

Evening delivery

2-hour window delivery in the afternoon

2-hour window delivery in the evening

Same day delivery

Delivery based on geolocalisation

84

83

81

81

79

78

77

77

77

74

64

YES NO

C16 – Would the following delivery/return options make you more likely to purchase from a website/retailer?Base: All (1652)

Millennials

Rural

Urban Heavy buyers

Small buyers


88

86

83 84

83

81 81

7072


C17 – Would knowing the exact 1-hour window/timeslot of your delivery make you more likely to purchase from a website/retailer? Base: All (1652)

Would knowing the exact 1-hour window/timeslot of your delivery make you more likely to purchase from a website/retailer?

%

30 43 17 3 7

Yes, definitely Yes, probably No, probably not No, definitely not I don’t know

YES73% NO27%

Millennials

Rural

Urban Heavy buyers

Small buyers


The majority of e-shoppers (73%), and even more so Millennials and

Heavy buyers, would be more inclined to purchase from a website/retailer that offers a 1-hour

delivery window/timeslot

41 37

YES77% NO23%European average:

Engagement Index


70

E-Shopping Engagement Index: a composite indicator that reflects both rational and emotional dimensions

An indicator based on

3 dimensions both rational

and emotional

The indicator id the same for

all 21 countries enabling us to

make a comparison

We can define the most important

drivers

according to the country

e-shopping

engagement Index

(0-100)

ENGAGEMENT ON 3 DIMENSIONS

FUNCTIONAL“Buying products online is efficient and effortless”

CONNECTION“e-shopping corresponds to who I am and to my way of life”

EMOTIONAL“e-shopping is a pleasure in my daily life and I can’t picture myself without it”

E1. On a scale from 1 to 10, how much do you agree with the following statement?

Base: All (1002)


Ireland is less engaged to e-commerce than other European countries with an E-shopping Engagement Index of 70.2% which is below the European average (72.1%)

E-shoppers Engagement Index

Per country

72 - 100

69 - 71

0 - 68

N/A

71,7

66,9

72,4

70,9

67,8

69,4

75,1

70,1

70,2

69,4

73,3

70,2

67,8

72,7

64,9

71,2

68,6

71,3

72,4

67,1

74,2

Base: All (23450)


e-Shoppers are split into three types of e-shoppers depending on their engagement with e-

commerce: the avid, the moderate and the ad'hoc. Avid e-shoppers are more emotionally connected to e-commerce than ad’hoc e-shoppers who

consider it mainly as something functional.

Buying online…

…is efficient and

effortless96

97

94

45% of e-shoppers are even less engaged to e-commerce. They are defined as

“Ad’hoc e-shoppers”

17% of e-shoppers are very engaged to e-commerce They are defined as

“Avid e-shoppers”

38% of e-shoppers are moderately engaged toe-commerce. They are defined as

”Moderate e-shoppers”

…corresponds

to my way of life

…is a pleasure in my

daily life and I can’t

picture myself without it

84

80

68

68

56

39

Base: All (1002)


87

33

70

42%

42%

16%

Avid

59%

41%GENDER

5941

LO

WE

R

UP

PE

R

AGE (Y.-O.)

18-34

35-54

55+

INCOME

17% ofe-shopper

94%EMOTIONAL

97%CONNECTION

96%FUNCTIONAL

KEY BUSINESS ELEMENTS

74%often* orderphysical goodsonline

* at least once a month

4,5parcels receivedlast month

TOP 5 types of goodsbought online since january

64% Fashion

52% Shoes

46% Books

45% Beauty/ Health Care

39% DVD/ CD/ Video Games

E-SHOPPER BEHAVIOUR

E-SHOPPING ATTITUDE

There is no risk nowadays to leave personal information on the Internet, I feel safe

It makes me nervous to leave personal information on the

Internet

I want to be informed proactively at each step of the shipping and

delivery process

When making product & service decisions, I prefer to rely on official information from

the brands or retailers

I don’t need to receive any specific shipping on parcel delivery information once the order is confirmed

When making product & service decisions, I prefer to seek advice from social media

SOCIALMEDIAUSED

DE

VIC

ES

US

ED

Desktop

45%Laptop

72%

Smartphone

48%Tablet

37%

Use…(on mobiledevices)

56%Both

27%Internetbrowser

17%App

62%have been buying online more than 5 years

83%bought online from foreign websites

HOW DO YOU CHOOSEA WEBSITE? (TOP 3)

Word-of-mouth

Recommendation from

relatives on social media

Website brand I trust

73%Publish or give feedback

21%Always shop on the

same website

2,9

5

6

1 10

1 10

1 10


39%

44%

17%58%

42%GENDER

55 45

LO

WE

R

UP

PE

R

AGE (Y.-O.)

18-34

35-54

55+

INCOME

38% ofe-shopper

68%EMOTIONAL

80%CONNECTION

84%FUNCTIONAL






57% Fashion

43% Books

43% Shoes


30% High-tech/ Electronics

E-SHOPPER BEHAVIOUR

E-SHOPPING ATTITUDE



Internet


delivery process





80

25

59SOCIALMEDIAUSED

DE

VIC

ES

US

ED

Desktop

40%Laptop

72%

Smartphone

42%Tablet

31%


44%Both

40%Internetbrowser

16%App






same website

Moderate

3,3

4,7

5,6

1 10

1 10

1 10

Word-of-mouth

Recommendation from




36%

38%

26%53%

47%GENDER 53 47

LO

WE

R

UP

PE

R

AGE (Y.-O.)

18-34

35-54

55+

INCOME

45% ofe-shopper

39%EMOTIONAL

56%CONNECTION

68%FUNCTIONAL




3parcels receivedlast month


48% Fashion

46% Books

30% Shoes


25% High-tech/ Electronics

E-SHOPPER BEHAVIOUR

E-SHOPPING ATTITUDE

72

18

57SOCIALMEDIAUSED

DE

VIC

ES

US

ED

Desktop

44%Laptop

68%

Smartphone

29%Tablet

28%


40%Both

41%Internetbrowser

18%App






same website

Ad'hoc

3,4

5,1

5,2

1 10

1 10

1 10



Internet


delivery process





Word-of-mouth

Recommendation from




The UK has the second highest E-shopping Engagement Index of Europe (74.2%), behind

Germany. The European average is 72.1%.

E-shoppers Engagement Index

Per country

72 - 100

69 - 71

0 - 68

N/A

71,7

66,9

72,4

70,9

67,8

69,4

75,1

70,1

70,2

69,4

73,3

70,2

67,8

72,7

64,9

71,2

68,6

71,3

72,4

67,1

74,2

Base: All (23450)


e-Shoppers are split into three types of e-shoppers depending on their engagement with e-

commerce: the avid, the moderate and the ad'hoc. Avid e-shoppers are more emotionally connected to e-commerce than ad’hoc e-shoppers who

consider it mainly as something functional.

Buying online…

…is efficient and

effortless97

97

94

36% of e-shoppers are even less engaged to e-commerce. They are defined as

“Ad’hoc e-shoppers”

24% of e-shoppers are very engaged to e-commerce They are defined as

“Avid e-shoppers”

40% of e-shoppers are moderately engaged toe-commerce. They are defined as

”Moderate e-shoppers”

…corresponds

to my way of life

…is a pleasure in my

daily life and I can’t

picture myself without it

84

80

71

67

56

42

Base: All (1652)


70

2247

43%

41%

16%

Avid

53%

47%GENDER 49 51

LO

WE

R

UP

PE

R

AGE (Y.-O.)

18-34

35-54

55+

INCOME

24% ofe-shopper

94%EMOTIONAL

97%CONNECTION

97%FUNCTIONAL






54% Fashion

50% Shoes

49% Books


45% Grocery

E-SHOPPER BEHAVIOUR

E-SHOPPING ATTITUDE



Internet


delivery process





SOCIALMEDIAUSED

DE

VIC

ES

US

ED

Desktop

43%Laptop

68%

Smartphone

44%Tablet

35%


54%Both

33%Internetbrowser

13%App




Recommendation from relatives

on social media

Word-of-mouth




same website

3,9

4,6

5

1 10

1 10

1 10


44%

41%

15%49%

51%GENDER 49 51

LO

WE

R

UP

PE

R

AGE (Y.-O.)

18-34

35-54

55+

INCOME

40% ofe-shopper

71%EMOTIONAL

80%CONNECTION

84%FUNCTIONAL






50% Fashion

47% Books

43% Shoes



E-SHOPPER BEHAVIOUR

E-SHOPPING ATTITUDE



Internet


delivery process





73

2546SOCIAL

MEDIAUSED

DE

VIC

ES

US

ED

Desktop

42%Laptop

64%

Smartphone

42%Tablet

37%


50%Both

30%Internetbrowser

19%App






same website

Moderate

3,8

4,7

4,8

1 10

1 10

1 10


on social media

Word-of-mouth



42%

38%

20%52%

48%GENDER 47 53

LO

WE

R

UP

PE

R

AGE (Y.-O.)

18-34

35-54

55+

INCOME

36% ofe-shopper

42%EMOTIONAL

56%CONNECTION

67%FUNCTIONAL






42% Fashion

40% Books


30% Shoes


E-SHOPPER BEHAVIOUR

E-SHOPPING ATTITUDE

65

1736SOCIAL

MEDIAUSED

DE

VIC

ES

US

ED

Desktop

44%Laptop

62%

Smartphone

27%Tablet

23%


40%Both39%

Internetbrowser

21%App






same website

Ad'hoc

3,4

4,9

4,6

1 10

1 10

1 10



Internet


delivery process






on social media

Word-of-mouth


How can we improve

engagement?

“Make me feel like a savvy shopper” – slick experience, responsiveness, up-to-date

“Help me to trust you” – payment, t & cs, returns, customer services, trustmarks

“Create a dynamic experience that works with MY lifestyle” – appropriate channels,

communication, flexible delivery and pick up options, returns

“Make it personal and keep ME at the centre of our relationship” – channels to suit the

consumer, feedback, communities, personalisation, communication

Thank you!

Maeve DwyerHead of Customer Services, Quality & Marketing

DPD Ireland

T: +353-9064-20524

E: [email protected]

mailto:[email protected]

modèle de rapport en · dpd study of young european online shoppers. e-shopper barometer...

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